SOCIAL MEDIA & CONTENT SPECIALIST (MULTI-BRAND)

Role Summary

Own a coordinated, multi-brand social + content engine that:

  1. creates and publishes articles across two brands,
  2. executes daily commenting/connecting and community management across three brands, and
  3. turns topics into blog posts and social content that drives traffic back to the company website. Primary audience: key partner contacts, current clients, and target accounts—growing followers, strengthening brand perception, and creating revenue opportunities.

Reports to: CEO or VP (close partnership with Brand/Comms, SEO, Demand Gen, and Partnerships) Location: Remote (US time zones preferred)

Top Outcomes (How success is measured)
  • Qualified follower growth (partners/clients/targets): +8–12% QoQ per brand
  • Site traffic from social → blog: +25–40% in 90 days; bounce rate and time-on-page improve by 10%
  • Engagement rate (per platform): reach-adjusted ER improves 20% in 2 quarters
  • Partner/client amplification: 10+ co-tagged posts/month; 4+ partner reshared items/month
  • Lead impact: tracked form-fills from social-sourced visits +15% QoQ; influenced opportunities reported monthly
  • Operational excellence: 100% posts carry UTMs; 100% long-form content has on-page SEO/meta & OG tags; SLA on community responses < 24h on business days</span >

Key Responsibilities

1) Article & Blog Program (Two Brands)

  • Build and own a monthly editorial calendar mapped to solution pillars, partner themes, and key accounts.
  • Draft, edit, and publish LinkedIn Articles (or Newsletter posts) and mirror pieces on the brand blog:
    • Apply title tags (keyword-led, 55–60 chars), compelling H1/H2s, and excerpt/meta description (140–160 chars).
    • Add Open Graph (og:title, og:description, og:image) and Twitter Card tags; ensure canonical URL on blog.
    • Include alt text for images; internal links to relevant pages; clear CTA (demo, guide, webinar, contact).
    • Add schema markup (Article/ BlogPosting) when publishing on the website.
  • Repurpose each article into 4–6 assets: post copy variants, image/carousel, short video (30–60s), quote tiles, and partner co-branded snippets.
2) Social Publishing, Commenting & Connecting (Three Brands)
  • Publish and schedule platform-native posts (LinkedIn focus; X/Instagram/Facebook where relevant).
  • Daily commenting and connection motion:
    • Engage partner posts (thoughtful comments, not emojis), @tag authors, and answer questions.
    • Connect with ICP roles at target accounts; personalize notes referencing current content themes.
    • Moderate comments/DMs; escalate issues per response playbook; track community questions for future content.
  • Coordinate employee advocacy: monthly share kits with pre-approved captions, images, and links.
3) Partner/Client Amplification
  • Build and maintain a partner editorial map; pre-tag partner marketers and SMEs before publish.
  • Pitch co-posts, guest quotes, and resharing; supply partners with turnkey assets and copy blocks.
4) Web & SEO Handoffs
  • For every blog: finalize SEO checklist (titles, meta, OG/Twitter tags, alt text, internal links, canonical, schema, 2–3 related posts).
  • Ensure >topic clusters interlink between the two brand blogs where appropriate; avoid duplicate content via canonicalization.
5) Tracking, Reporting & Optimization
  • Enforce a UTM standard on every link:
    • utm_source=[platform]&utm_medium=social&utm_campaign=[theme/quarter]&utm_content=[asset-type]-[topic]
  • Maintain weekly dashboards (GA4/Adobe/HubSpot/Marketo + social platform analytics) and a simple content scorecard (reach, ER, clicks, saves, partner reshares, assisted conversions).
  • Test cadence, hooks, formats (carousels vs. links vs. video), and posting times; A/B headlines and thumbnails.
6) Governance & Brand
  • Own the social response playbook (tiers: praise, questions, objections, complaints) and crisis comms routes.
  • Maintain brand voice guides per brand; ensure accessibility (alt text, camelCase hashtags, readable contrast).
 
Best-Practice Checklist (quick reference)
  • LinkedIn Articles/Newsletters: keyworded title, compelling lead, subheads every 200–300 words, pull-quotes, outbound citations, end with CTA + link.
  • Blog posts: title tag, meta description, H1/H2 with keywords, OG/Twitter tags, canonical, schema, alt text, compressed images, internal links, related posts block, clear CTA.
  • Social posts: hook in first line, 3–5 relevant hashtags (no hashtag stuffing), @tag partners/clients, accessible alt text, native upload where possible.
  • All links: standardized UTMs; always point back to canonical blog or resource hub when referencing long-form content.

Qualifications

    1. Show 2–3 posts where your comment strategy led to resharing by partners/clients. What was your approach?

    2. Walk us through your UTM setup and reporting stack.

    3. Give a quick outline and headline options for an article on [insert core topic], then 3 post angles that ladder back to the blog.

    4. How do you balance two brands’ voices and avoid content duplication?

      • 3–5+ years managing B2B social + content (multi-brand or multi-product a plus).

      • Exceptional writing/editing; strong SEO fundamentals and analytics literacy.

      • Hands-on with tools like Hootsuite/Sprout/Later/Buffer, GA4/Adobe Analytics, CMS (e.g., WordPress), Canva/Adobe Express, Sales Navigator, and CRM/MA (Salesforce + HubSpot/Marketo).

      • Comfortable running structured outreach/connecting on LinkedIn and moderating comments professionally.

      • Self-directed in a remote environment; excellent stakeholder comms and light project management.

      Nice to have: Experience with 6sense/ABM, UGC workflows, lightweight video editing, basic HTML/meta tag editing, and partner marketing.

      Sample Weekly Cadence (three brands)

      • Mon: Calendar planning, draft 1 article, schedule 6–8 posts, outreach list refresh (partners/targets).

      • Tue–Thu: Publish, daily 45–60 min commenting/connecting per brand, repurpose assets, 1 partner co-post, 1 client success snippet.

      • Fri: Publish blog, report & learnings, backlog grooming, next-week approvals.

      30/60/90-Day Plan

      • 30 days: Audit channels, define voice cheatsheets per brand, finalize UTM taxonomy & dashboards, ship first article/blog pair and weekly report.

      • 60 days: Establish partner editorial map, launch employee advocacy kits, deliver 2 topic clusters (article → blog → social series).

      • 90 days: Demonstrate lift in social-sourced traffic and ER, 3+ partner co-marketing wins, present optimization roadmap.

      Tools & Stack (suggested)

      • Plan/Publish: Sprout Social or Hootsuite; Google Drive/Notion for calendar.

      • Create: Canva/Adobe Express; Descript/CapCut for shorts.

      • SEO/Analytics: GA4/Adobe, GSC, Screaming Frog, Semrush/Ahrefs.

      • CRM/MA: Salesforce + HubSpot/Marketo (for lead capture & influence).

      • Listening/Prospecting: LinkedIn Sales Navigator; native platform alerts.

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